We enter this world as children with genius levels of imagination – but retain less and less as we grow older. By prioritizing academic study over imaginative play, parents in Asia are making their children less creative – and this could have a huge impact on our society.

In addition, Asian workers clock some of the longest working hours in the world. A work culture where late nights in the office are commonplace, and academic excellence is prioritized, result in less attention being placed on expanding children's imagination and creativity. And if not nurtured and encouraged, it disappears during the wonder years.

This is something that LEGO is keen to address with the launch of 'City Adventures', to ask parents to give their child's imagination a 'gift of their attention' – the simple request direct from their children, to spend more time with them on creative activities that nurture their imaginative skills.

To demonstrate the impact of this message, LEGO proved what it would be like for a busy parent to see just how creative their child is, and have an insight into how they are using their imagination.

Do you think children deserve to spend more time on their imagination? Give them the 'gift of your attention' TODAY.